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For the last few years now, BMW has wrestled with the question of what it’ll mean to be a luxury car manufacturer in the age of electric cars, autonomous driving and rapidly changing — and increasing — customer expectations. What, after all, makes something the “ultimate driving machine” when the driver eventually stops driving?
For BMW, the answer is a renewed focus on technology and the in-car experience it enables, without forgetting its heritage in performance cars. To discuss the state of the company’s transformation, not just in terms of its cars but also its business model, I sat down with BMW’s outspoken VP of Digital Products and Services Dieter May shortly after the company unveiled the latest version of its in-car operating system.
Products - Services - Core - Product - Car
“We build digital products and services that are meant to help us differentiate our core product, the car and generate revenue,” May said. “But these digital services also provide us with channels and touch points that allow us to now have a direct relationship with the customer on the sales side and talk to the customer directly.”
In the car industry, however, the sales channel has traditionally been the dealership. That’s where you buy the car and that’s where you get it serviced. It’s the dealer who knows (ideally) who you are and what you want. The manufacturer’s role in this model is to build the car, maybe build a bit of a central online presence with a configurator so customers can get some idea of the car’s price — and get out of the way.
Future - May - Envisions - Tech - Companies
That’s not the future that May envisions, though. And neither is it one where the big tech companies like Apple and Google own the driver and the user experience.
“As we’re building the digital products in the car, we are also building out the car...
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